Multiply Media Group has expanded its operations into Saudi Arabia through a strategic partnership with Cenomi Centers to launch BackLite KSA. This joint effort establishes a digital out-of-home advertising network across major retail destinations in Riyadh and Jeddah. Consequently, the initiative represents a significant step in the company’s regional growth strategy.
The new network will deploy more than 80 digital screens across four prominent lifestyle destinations. Specifically, these locations include the upcoming Westfield Riyadh and Westfield Jeddah developments, alongside U Walk Riyadh and U Walk Jeddah. Meanwhile, the partnership combines digital media expertise with high-footfall retail environments to reach large consumer audiences.
Expansion Into the Saudi Advertising Market
This expansion marks the entry of Multiply Media Group into the largest advertising market within the GCC. Brands will gain direct access to premium retail audiences through data-driven advertising platforms. Furthermore, Cenomi Centers continues to develop its properties into connected lifestyle environments that offer new commercial opportunities.
The Strategic Role of BackLite KSA
The newly established operating company, BackLite KSA, will manage and commercialize the digital advertising network. According to Jawad Hassan, Head of Media and Communications at 2PointZero Group, the launch of BackLite KSA reflects the group’s strategy to build scalable platforms. He stated that Saudi Arabia is central to their regional growth ambitions. Additionally, the partnership provides immediate access to a portfolio of prominent destinations.
“By bringing together Multiply Media Group’s capabilities and Cenomi Centers’ market reach, we are establishing a strong foundation for the long-term expansion of the business.”
Jawad Hassan, Head of Media and Communications at 2PointZero Group
Digital Screen Deployment in Riyadh and Jeddah
The deployment of over 80 digital screens will focus on high-traffic areas within the selected retail centers to maximize visibility. James Bicknell, Group Chief Executive Officer at Multiply Media Group, stated that Saudi Arabia is a strategic growth market. He noted that the partnership creates new opportunities for brands to engage audiences. Consequently, the company expects to strengthen its position as a media operator in the Middle East.
Future Outlook for Regional Media Operations
Cenomi Centers operates 20 lifestyle assets across nine major cities in Saudi Arabia, representing a total gross leasable area of over 1.2 million square meters. Alison Rehill-Erguven, Chief Executive Officer of Cenomi Centers, said that integrating digital media into their environments is a natural extension of their focus. She stated that these strategic partnerships play a key role in redefining how audiences connect with retail spaces.
“At Cenomi Centers, we are continually evolving our destinations to create greater value for our visitors, tenants and brand partners.”
Dennis Michael, Chief Business Development Officer at Cenomi Centers
Ultimately, this collaboration aims to deliver advanced retail media solutions to the Saudi market. By combining digital out-of-home media with high-traffic retail environments, both companies expect to create sustainable value for advertisers and consumers alike.
